Over the last 30 years the measurement of patients’ experiences of care has developed from a niche area of study into an everyday part of services around the world. A key goal of this measurement has been to empower patients; to give them a voice in assessing the quality of services; and, ultimately, to make person-centred care a reality.  We now enjoy a much richer understanding of how people’s experiences are associated with different elements of service delivery and healthcare quality. But in practice, an intense focus on measurement has not always led to the expected improvements in the quality of care. This has led to both challenges and innovation – with new tools being used to develop and interpret patient experience insight.  In England, patient feedback is collected at incredible volume and frequency – and there are expectations that this will continue to grow in the future. The natural challenge is to ensure that the information gathered is informative, useful, and advances person centred care – challenges that will likely require a plurality of approaches to be used in harmony.  This session will explore the learning from three decades of patient experience measurement in England – drawing out lessons of international relevance, as well as examining the questions that will shape the measurement and use of patient feedback in the future. Overall, we will consider the evolving role of patient experience – and ask what it will take to deliver the highest quality person-centred care for all, always.